“Approximately 70 percent of Viva’s
customers are registered on the site and that number grows every day,”
said Sherry Lay, EVP and chief merchandising officer. “Ourcustomers can
shop by scrolling through collections or by searching for a specific
style, or by filtering type, brand or gender. There are also lists of
the top 10 sellers for each brand and collection broken out by gender.
PDFs of the full catalogs or the top 10 can be downloaded as well.

“Customers are able to see a full history of their web orders and
can reorder with just a few clicks. With this quick reordering
capability, our customers can always have a fully stocked board and
never be out of their best sellers. We believe this is critical to their
success and will be focusing on making reordering even more efficient
in the future,” she added.

Viva’s high adoption rate has provided valuable feedback from
accounts and reps alike. “Through our online ordering stats, we can get a
real-time read on best sellers and stock information. Also, the online
contact form makes it convenient for customers to provide instant
feedback on their experience or ask a question if they don’t have time
to call. Site improvements are planned for 2012, in both design and
functionality. Many have been based on direct feedback from our
customers and Viva’s sales consultants in the field,” concluded Lay.
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